With over 3.064 billion emails sent per day in 2020, it’s easy for yours to be left unopened. But the big question for your email marketing strategy is – should you really resend it?
Retargeting unopened emails means only resending the email to recipients who didn’t open the original one. After all, maybe some of your audience were busy, and didn’t see it the first time?
But the truth is, there’s a time and a place for retargeting unopened emails, and it’s not always for the better.
Is resending worth it?
The short answer is no.
Even though MailChimp statistics showed open rates for the original campaign increased by 8.7% when it was re-sent, It’s not worth it for content like newsletters.
The hard truth is that sometimes people aren’t interested in that particular content, and if you keep resending it, you’re going to drive them to unsubscribe and decrease your customer base.
The impact from retargeting isn’t worth the effort or potential risk for things that aren’t going to directly convert or benefit your business. Plus, open rates need to be analyzed as part of a wider marketing strategy, not just taken in isolation.
But, there’s a caveat to this.
There are certain scenarios where retargeting unopened emails can be beneficial.
When should you resend?
Not everything is black and white. For extremely important announcements and notifications where you absolutely need as many contacts as possible to see your email, it can be helpful. For example:
- Business changes like during COVID-19 when closures or updates for your physical store were happening much quicker than you could update your website.
- New services or local initiatives/events.
- Big news that would affect the customer e.g. you’ve rebranded, created a partnership etc.
But this is pretty much it. For these occasions, here’s how you do it:
Resending unopened emails in MailChimp
Go to ‘Campaigns’ > Select the campaign you want to resend > Hit the arrow next to ‘View Report’ and Select ‘Replicate’.